New PR offers far more publicity opportunities than old PR ever did, especially for those who are not marketing experts.
In “The New Rules of Marketing and PR” author David Meerman Scott explains, “The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with buyers.”
In the past, the media, as gatekeepers, deemed who received exposure and who didn’t. New PR offers many ways to reach prospects, buyers and key influencers directly.
And yet with so many choices available, it’s easy to over emphasize technology and tools while core activities like strategy development often receive short shrift.
For that reason, I present “The 4 Pillars of the New PR.” (Complete with handy mnemonic device for easy reference: each pillar begins with the letter “S.”)
New PR Pillar #1: Strategy
Strategy is “the what” and tactics are “the how.” The “what” could be [Read more…]
